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Hemang Pandit Of GaneshaSpeaks.com on Astrology Audiences, Impact Of TV, Predicting Cricket & More

Siddhi Vinayak Astrology Services Private Limited's website GaneshaSpeaks.com provides astrology related information to users including sun sign, moon sign, numerology, tarot, among others. The company was started by Hemang Arunbhai Pandit in 2003. In the first part of our interaction with Pandit, he speaks about their audience, content on the web and mobile, regional language content and video. Content on Different Media Medianama: How are people consuming astrology related information? How has this changed over time? Pandit: People consume this information at multiple levels. The most favored way of consuming is Sun or moon sign based daily horoscope. The 24 hour news channels have managed to create awareness about lunar, solar eclipse and astrological events throughout the year. We experience the spillover effect of this, since people have started becoming aware of these events, and want to know how these will effect their horoscope. The other important change is that people between 25-40 years of age don’t really use astrology as the ultimate decision making tool. It is only one of many decision making tools they use. If someone in our parent's generation had a problem, they would go to an astrologer who gave them a solution and that's about it. But now people use their rationale, along with astrology, to take decisions. Medianama: What are some of the things that surprised you with respect to Indian users consuming astrology related information? Pandit: As far as Indian consumers go, I would not be surprised by anything. Astrology in India plays the default…

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